Tag Heuer will ‘downscale’ use of Tiger Woods on its ads

Swiss watchmaker, Tag Heuer, announced Friday its decision to downscale the use of Tiger Woods on their ads following the revelations of his alleged extramarital affairs.

The partnership with Tiger Woods will continue, said Jean-Christophe Babin, president and CEO of Tag Heuer, in a statement. but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf.

We will continue to actively support the Tiger Woods Foundation, he added.

Babin told the Swiss daily Le Matin that the company would no longer use Woods' image in its U.S. advertising for an indefinite period, preferring to use other celebrities like actor Leonardo DiCaprio.

We must take into account the sensitivity of some consumers in relation to recent events, Babin told the paper, Reuters reported.

Woods was most recently nominated as Athlete of the Decade by the Associated Press.